The research claims that by 2020, OTT TV ad revenue – commercial advertising placed in full-length TV-quality programming delivered via broadband – will represent roughly US$40 billion (€37 billion) of the US$85 billion in total TV ad revenue, after growing fourfold between 2015 and 2020.
TDG tips the average ad load for a 30-minute linear TV programmes to decline by 38% between 2014 and 2020, from approximately eight minutes to around five minutes.
During the same period, average OTT TV ad loads will increase 63%, from 3.2 minutes to 5.1 minutes, “bringing OTT TV ad loads in line with that of legacy linear TV,” added TDG.
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